❓ What is Webpage Exclusion?

Webpage Exclusion is a feature that automatically identifies underperforming landing pages within your Performance Max campaigns and removes them from being targeted. It uses your own campaign performance data and a set of custom rules that you define — such as high spend and low conversions — to detect which URLs are dragging down your results.

You can run the feature in two modes:

• Execution mode: Applies exclusions directly to the campaigns.

• Suggestion mode: Simulates exclusions and shows you a preview of which URLs would be removed.

▶️ Why is it important?

Not all landing pages contribute equally to your performance. Some receive lots of traffic but fail to convert. This feature helps:

• Improve results: By removing landing pages with poor return on ad spend (ROAS) or high cost per action (CPA)

• Optimize spend: Your budget is automatically redirected away from inefficient pages

• Automate tedious analysis: Performance is scanned every day using your defined rules

• Provide visibility: See a detailed breakdown of underperformers and which campaigns are affected

🔍 How does it work?

Each day, the tool analyzes your campaign data from Google Ads. It filters landing pages based on rules you configure — such as impressions threshold, CPA, ROAS, spend threshold, and conversions.

Here’s what happens in each mode:

• In execution mode, the system excludes underperforming URLs directly from the relevant Performance Max campaigns.

• In suggestion mode, the system runs a simulated exclusion process using the Google Ads API’s validation layer. No changes are made, but the results are saved and visible in your dashboard.

You can define whether you want the system to evaluate URLs at the campaign level or across the entire account. Campaign-level mode targets only pages under each individual campaign, while account-level mode aggregates URL performance across the whole account. Both can be helpful, sometimes URLs are performing bad across the board and you can get more significant data faster by analyzing at account level. For high volume pmax campaigns, you can get more segmented data analysis by letting the application analyze it on campaign level.

✅ Best Practices

• Use suggestion mode to preview results and fine-tune your rules

• Use execution mode on mature accounts where you trust the logic

• Set thresholds that reflect your goals for spend efficiency and ROAS

• Review excluded or suggested URLs regularly and adjust thresholds over time

• Ensure that campaign status and targeting mode (e.g. only ENABLED campaigns) are properly set before running the feature